There are 4 clusters, which are related to customer segments and confirm that there customers have similar purchasing habits.

Problem Statement

Marketing would like to increase email campaign engagement by segmenting the customer-base using their buying habbits.

Solution Summary

The Data Science Team has identified 4 customer segments. The 4 customer segments were given descriptions based on the top products purchased by customer segments.

  1. Segment 1 Prefrences: Road Bikes

  2. Segment 2 Prefrences: Moutain Bikes

  3. Segment 3 Prefrences: Road Bikes

  4. Segment 4 Prefrences: Both Road Bikes and Moutain Bikes

Customer Preferences

Heat Map

Our customers include 30 bike shops and many customers have purchasing preferences related to either mountain or road based on the proportion of bikes purchased by category_1 and category_2.

Customer Segmentation

The 4 customer segments were given descriptions based on the top products purchased by customer segments.

  1. Segment 1 Prefrences: Road Bikes

  2. Segment 2 Prefrences: Moutain Bikes

  3. Segment 3 Prefrences: Road Bikes

  4. Segment 4 Prefrences: Both Road Bikes and Moutain Bikes

Customer Preferences By Segment